In the 2 years since launching it’s cross-channel campaign, “The Most Interesting Man in the World”, Heineken owned brand, Dos Equis, has seen double-digit growth in the premium beer market. In the tv spots created by EuroRSCG, you can find the charismatic bearded fellow arm-wrestling a military commander, sword-fighting ninjas, or freeing a trapped bear, among other things. As part of the campaign’s digital experience, www.staythirstymyfriends.com, 10K applicants enrolled at “The Most Interesting Academy” where they battled in half-a-dozen “courses” including “Culinary Explorations”, “The Art of the Bluff”, and “Survival in the Modern Era”. The top 7 scholars were awarded prized positions as apprentices to the James Bond-like character, and each also won a guest appearances in “The Most Interesting Show in the World”, a 14-city vaudevillian act inspired by the Jim Rose Circus.
In an Ad Age interview , Kheri Tillman, a VP at Amstel Light & Dos Equis, is quick to admit that Dos Equis has introduced a very unique brand experience in the form of a traveling stage production. The act has been received with great enthusiasm by audience members and the brand has even received requests to lengthen the show’s tour. Heineken and Dos Equis took a chance with the integrated campaign which is now paying great dividends — brand awareness is up considerably and more and more bars across the country are now filling their coolers with the preferred beer of “The Most Interesting Man”. We all know that you can’t win if you don’t play. Kudos to the brand for taking a chance.
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